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PUBLIC REРLУAБTРIOИNКАS
their reaction – whether the campaign led its essence. It should not be a text for an
to the desired number of consumers to advertisement, rather a real journalistic
purchase your product and how many of text with information which builds trust
them remained loyal consumers. In order in both the reader and the listener. And
to realize this, the strategy should be care- do not forget, your employees are the ba-
fully prepared and the audience should sis for communication. They should be a
be targeted in the right way. In a world of part of all of your activities because they
fast transfer of information, one should are the face of your company. If you do
carefully choose the team where he/she not communicate with them, a campaign
will work because public relations do not would be wasteful.
imply only relations with the media, but
it is also a matter of communications In the world of digital media, the in-
with all audiences. People should choose ternet is a field where you can be very
the way they will “sell” the story and the creative. Social media are indeed a place
way information would be accepted by the which is increasingly being used for com-
public, who will transfer the information, munication because bidirectional commu-
when and in what manner. It is a matter of nication is open here, and a discussion is
a subtle work, and usually this ends with developed. Here the measurement is easy,
ordinary PR texts which no longer give the comments are visible, however also
results. In order to be different and inter- the communication is open, which creates
esting, find information which will dis- additional problems if the company is not
tinguish you from the others – why your prepared for such a type of communica-
product is better than the products of the tion. The communication of social media
others, encourage a topic in this regard. should be carefully led, and the relations
Or start a debate about the part which is with the creators of public opinion on
your benefit, make a comparison, find an Facebook and Tweeter should be nurtured.
expert who understands the issue and let They have stronger influence than many
this expert speak publically. All informa- media here. The very fact that thousands
tion should be readily acceptable for the of people follow them and read their at-
ordinary people who do not want to read titudes means that they act as a type of
between the lines, rather who want to get medium. They should not be neglected,
quick relevant information which would rather they should be communicated.
provide additional data on the topic. Be
specific and clear, and of course, open for Transparency is required in every step
bidirectional communication. Let the oth- of the implementation of the activities,
ers express their opinion on your product, and it is also necessary to know what is
both positive and negative comments. Get being implemented, when and in what
ready for these comments and maintain way. This is very important so that later on
the line of communication, repeat the modification could be made of the steps
benefits of your product regardless of how which are undertaken if this is necessary.
bad the comments are. Never start from a
defending position, rather from a position When everything is assembled altogeth-
of placement of the positive sides of the er, the measurements in public relations
product. are a complex category, however they are
here and they should be used. You should
Constantly monitor what the media say know exactly whether the funds you invest
about you, the number of publications, in a campaign result in better business
whether these are positive or negative. results, whether the trust of the custom-
Observe where communications should be ers in your company has increased. We
improved and in what way. And do not ac- are witnesses of campaigns which do not
cept comparisons of the type ‘if you paid bring benefits for the companies because
an advertisement for this text, this would we, from the agencies, have not finished
have cost you an amount of…’. The posi- our homework well, because we haven’t
tion of the text is not important, rather set the right goals and in the end, the mea-
surements showed something completely
different.
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